Leading Travel & Tourism Brands in France: Q1 2025 Performance Insights

In Q1 2025, the Travel & Tourism sector in France experienced notable engagement across digital platforms. This article explores the performance of leading brands such as Google Maps, Société nationale des chemins de fer français (SNCF), and Waze, delving into their web and app presence, user engagement, and advertising trends.

Google Maps

Google Maps continues to be a dominant force in the Travel & Tourism category, maintaining a substantial presence in both web and app formats.

• Audience Trends: The website, maps.google.com, displayed fluctuations in monthly visits from Q4 2024 to Q1 2025, ranging from about 320K to 410K. The monthly true audience consistently hovered around 49M, with the app being the primary driver of traffic.

• App Engagement: The Google Maps app maintained a high monthly active user base, stabilizing above 49M in Q1 2025.

• Ad Spend & Channels: Minimal monthly advertising spend was noted, with a brief spike in December 2024 on Facebook, amounting to just over $100.

Société nationale des chemins de fer français (SNCF)

SNCF's digital landscape is diverse, with significant activity across multiple websites and apps.

• Audience Trends: The websites ouigo.com and sncf-connect.com showed robust monthly engagement, with visits peaking at over 70M in March 2025. Monthly true audience figures for sncf-connect.com exceeded 14M.

• App Engagement: The SNCF Connect app and OUIGO app had fluctuating monthly user numbers, with SNCF Connect nearing 12M active users by March 2025.

• Ad Spend & Channels: SNCF invested significantly in monthly advertising, with spends reaching over $2.8M in October 2024, particularly on Facebook and Instagram, delivering billions of impressions.

Waze

Waze remains a popular navigation choice, with a strong app user base.

• Audience Trends: Waze.com attracted steady website traffic, with monthly visits ranging from 3M to 5M. The monthly true audience remained above 25M, primarily app-driven.

• App Engagement: The Waze app maintained over 25M monthly active users throughout Q1 2025.

• Ad Spend & Channels: Advertising was minimal, with a slight monthly expenditure on Instagram in February 2025, resulting in limited impressions.

Conclusion

The Travel & Tourism sector in France continues to thrive, with Google Maps, SNCF, and Waze leading the charge. Sensor Tower's comprehensive data highlights these brands' strategies and audience engagement across platforms. Through valuable insights from Web Insights, App Performance Insights, and Pathmatics, businesses can better understand and optimize their digital presence in an increasingly competitive market. Sensor Tower's robust analytics provide unique advantages for decision-makers looking to enhance their strategic planning and execution.